Key Points
- Instagram introduces ‘Blend,’ a new invite-only feature to create shared, personalized Reels feeds with friends or groups inside DMs.
- Each Blend feed is curated by Instagram’s algorithm, combining the viewing habits and interests of all participants.
- The feature refreshes daily, keeps recommendations private, and notifies users when friends react to Reels.
- Blend aims to deepen user connections and boost engagement, especially as TikTok faces regulatory uncertainty.
- Users can leave a Blend at any time with a few taps.
New Delhi: Instagram has rolled out a game-changing feature called Blend, allowing users to co-curate a private, personalized Reels feed with friends or groups right inside their direct messages. This innovative tool is designed to make content discovery more social and interactive, giving users a fresh way to connect and spark conversations over shared interests.
What Is Blend?
Blend is an invite-only feature that generates a unique Reels feed for you and your friends, based on what each of you watches, likes, and shares. Every day, the feed refreshes with new content tailored to the group’s combined tastes. Each Reel is tagged with the name of the friend it was recommended for, adding a personal touch to shared viewing.
How to Start and Use Blend
- Open Instagram and go to DMs: Choose a one-on-one or group chat.
- Tap the Blend icon: You’ll find it at the top right of the chat window.
- Send an invite: Select “Invite” to invite friends to join your Blend.
- Wait for acceptance: Once at least one friend accepts, the Blend feed is created.
- Enjoy your shared feed: Browse, react, and comment on Reels together. Notifications alert you when someone in the Blend interacts with a Reel, encouraging more conversation. “We’re introducing Blend as a new way to connect with your friends in DMs. Blend is a shared feed of Reels that combines recommendations you and your friends may like.” : Adam Mosseri, Head of Instagram.
What Makes Blend Unique?
- Private and Personalized: Only Blend members can see the shared feed, making it a safe space to explore each other’s interests without broadcasting them publicly.
- Daily Refresh: The feed updates every day, ensuring there’s always new content to discover and discuss.
- Multiple Blends: You can create different Blends with different friends or groups, each with its own vibe and recommendations.
- Interactive: Every reaction or comment in a Blend triggers a notification, keeping the conversation alive and making Reels sharing more dynamic.
How to Leave a Blend
If you want to exit a Blend:
- Open the chat where Blend is active.
- Tap the Blend icon.
- Go to the three-dot menu and select “Leave this Blend.” You can rejoin or start new Blends at any time.
Why Now? The Strategic Move Behind Blend
Instagram’s Blend arrives as Meta faces legal challenges and as TikTok’s future in the US hangs in the balance. By making Reels more collaborative and social, Instagram aims to strengthen user bonds and increase time spent on the platform, positioning itself as a top destination for short-form video even as rivals face uncertainty.
Blend is now live globally for iOS and Android users, marking a major step in Instagram’s push for more communal, algorithm-driven content experiences.
